Conceptualizing brand values in the charity sector: The relationship between sector, cause and organization

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behaviour. In this paper, we focus on the personality traits of non-profit brands and begin by exploring how these may be structured. Reporting the findings of a series of nine focus groups, we conclude that dimensions of personality apply at the sector, causal and organizational levels and that the perception of specific categories of trait may be linked to individual giving behaviour.